Fear of God has announced a multi-year partnership with the National Basketball Association (NBA) and Women’s National Basketball Association (WNBA) to create fan merchandise that bridges sport and fashion.
The collaboration will launch with eight teams: the Boston Celtics, Chicago Bulls, Los Angeles Lakers, Miami Heat, New York Knicks, Chicago Sky, Los Angeles Sparks and New York Liberty.
Jerry Lorenzo, Founder of Fear of God said: “The game of basketball has always served as a well of inspiration for Fear of God. Sport shapes and informs the emotion, point of view, and the very fabric of what we do and who we are as a brand. Our nuanced understanding of this space and its parallels to fashion are embedded in our DNA.
“It is truly an honour to embark on a multi-year partnership with the league, collaborating with franchises across both the NBA and WNBA. Having a son and twin daughters who all play youth travel and AAU basketball, this one truly hits home. Over the coming years, we’re excited to bring this partnership to life on a global scale, delivering thoughtfully designed products that resonate with fans and that transcend time.”
The collection made its debut at ComplexCon in Las Vegas on November 16 and 17. It will launch on Fearofgod.com on November 20, followed by releases on NBAStore.com and Fanatics on November 27. The merchandise will later become available at ESSENTIALS retailers, arena stores, and NBA stores.
The partnership aims to create merchandise that connects with fans while maintaining Fear of God’s design principles. Each piece will incorporate the brand’s silhouettes and details, focusing on off-court apparel.
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